A cold spring has affected the sales of soft drinks, leading to an overall slight decline to all beverage categories. The economy is on the upturn but it will take time until the effects are seen by the Belgian consumer. The Russian embargo on European products has seen this year’s fruit harvests in jeopardy, as farmers were encouraged to leave fruit on the trees instead of incurring extra costs.

Key Findings

Private Label was again on the rise with juice holding the highest brand to PL share

Soft drinks saw a small decline

The Delhaize and Ahold merger announcement was beneficial for both the retailers and countries

Raw material prices for apple and pear JNSD may increase due to the Russian embargo